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Online Course

Introduction to Intercultural Studies: The Branding of Culture

University of Leeds via FutureLearn

(6)

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Overview

Discover how marketing uses narratives of culture and place.

The course examines an aspect of marketing through the ways branding makes use of cultural stereotypes to promote products or places. On the course you’ll consider the effects this might have on national and cultural identity and explore how some products are becoming decoupled from their culture of origin whilst others are localised. You’ll study the way in which nations use “soft power” through spreading of cultural products and practices, to influence the behaviour of people across the globe. You will also examine the idea of cultural imperialism and assess the ways in which it is resisted.

The course is for anyone with an interest in the concepts of culture and interculturality, you don’t need any previous experience.

This course is also ideal if you are working in business, you are preparing to move to a different country for work or study or you work with groups of people from different cultures to yours. By completing all aspects of the course you will have achieved 14 hours of CPD time.

Taught by

Haynes Collins

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Reviews for FutureLearn's Introduction to Intercultural Studies: The Branding of Culture Based on 6 reviews

  • 5 stars 83%
  • 4 star 17%
  • 3 star 0%
  • 2 star 0%
  • 1 star 0%

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  • 1
Tamara R
Tamara completed this course.
This course helps students of virtually all educational backgrounds understand and critically reflect on a number of real-life practical issues, such as how cultures are represented in the discourse of marketing, advertising and branding, what's the difference between commodities and brands, what is the role of nationalism and its manifestations in the marketing of goods and services on a global scale.

It also invites learners to consider hidden and less evident agendas behind the branding of culture as well as to get insights into how companies localize and market their products. I've found the topic of soft power and its exercise through branding and marketing very thought-provoking.

This course gives learners a great opportunity to discuss all these topics interactively, to share their insights and experiences of the topic and to conduct a mini-research on the branding of culture of their own.
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Anonymous
Anonymous completed this course.
I found the course very useful though my major is language teaching. I was particularly interested in the interrelationship between language and culture and how language can be used as a powerful tool to influence public opinions and the ways of life. In addition, I found it interesting that language provides a variety of shades of meaning which can be used by some to resist culture branding. The pictorial exercises and questions were relevant, open ended and to the point. They were of practical concern and reinforced the materials already taught in a new context.
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Anonymous
Anonymous completed this course.
It is a very short interesting course. And if you take also from University of Leeds Intercultural Languages and Crossing boarders you get a very wide intercultural view.
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Anonymous
Anonymous completed this course.
Un grand merci pour ce cours excellent !

Cet enseignement nous fait voyager à travers les marques du monde, leurs stratégies de marketing.,les différentes facettes de la culture des nations...

Je recommande vivement!
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Anonymous
Anonymous completed this course.
A demanding course, with lots of hands-on work and discussion. I learned a lot and I found it interesting.I might take another course from University of Leeds in the future.
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Anonymous
Anonymous completed this course.
At least completed, except for the test at the end which I couldn't take since I took the class for fun to learn more. I don't need credits. I enjoy learning about new topics and it is nice to read comments and learn from others around the world.

This is a very interesting topic. I learned a lot of new vocabulary and terms. The videos are always interesting to see.

Thanks for offering for free.
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  • 1

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